Travel marketers in 2016 are well into the digital age, and Instagram has emerged as a valuable way for tourism bodies and destinations to reach their target audience.

But when it comes to Instagram 'influencers' — people who have acquired thousands of followers on the photo-sharing site — how do tourism organisations and brands measure the influence these individuals really have?

Melbourne-based marketing and advertising executive Harry Corsham said if organisations picked the right Instagram influencer, it could put their destination at the top of the wish list of thousands of potential holiday-makers.

"What we are talking about here is getting the right influencers and the right followers to put your destination on the map," he told Fi Poole on ABC Kimberley Local Radio.

Instagram, which was launched in 2010, now has more than 400 million monthly active accounts.

Instagram's immense growth year-on-year has spawned hundreds of Instagram influencers who have amassed thousands or millions of followers by showcasing incredible photos and engaging with their audiences.

On the return on investment that Instagram influencers can offer a brand, it is a matter of testing to see what works and pays in real life dividends.

"That is something marketers have got to do. They have to work out if this influencer is really influential with their audience," Mr Corsham said.